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This study aims to identify the factors that influence the use of digital marketing by SMEs in Medellín during COVID-19, proposing five factors that influence the use of these digital tools by 120 SMEs in Medellín, Colombia. The research was carried out under an exploratory factorial analysis, with a quantitative approach and an exploratory-descriptive scope. For data analysis, the levels of association between the constructs of the conceptual model and the intention to use these virtual tools were estimated, using Cramer's V coefficient. The results identify the benefits perceived by customers, the perceived advantages of using digital tools, and business optimization as the key factors in predicting their acceptance and use. It is concluded that the most used digital marketing strategies are the content and web sites of Instagram and Facebook. As the main implications, the study contributes to understanding the behavior of companies regarding technological change which could help to identify needs and successful strategies that ensure the continuity and sustainability of this business sector. As limitations, the hypotheses were tested in a single context, so it is necessary to compare these results in developed countries to contribute to a global approach. In addition, only marketing professionals who held operational positions were surveyed, so future managers and leaders of the marketing area should be included in the studies. [ABSTRACT FROM AUTHOR]

This study aims to determine the factors that influence purchase decision by millennials from the city of Medellin (Colombia) through virtual media, based on the theory of planned behavior. The methodology is exploratory-descriptive with a quantitative focus of correlational scope. Three-hundred-and-fifty selfadministered surveys are gathered. The levels of association between the dimensions of the proposed model were quantified using Somers' D statistic. The results reveal the explanatory capacity of the model and show the factors (attitude and perceived control) that best explain millenials' willingness to use e-commerce. It is concluded that purchase decision and conduct occurs when the user experience is satisfactory and when the service received and experienced corresponds to the expectations generated around the service. [ABSTRACT FROM AUTHOR]

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Copyright of Semestre Económico is the property of Sello Editorial de la Universidad de Medellin and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Copyright of Revista Lasallista de Investigación is the property of Corporacion Universitaria Lasallista and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)